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Traditional lighting companies rely on dealer channels to make their own homes. The facts also prove that traditional dealer channels are successful. Even traditional strong brands such as NVC, Opus and Sanxiong are still relying on traditional dealer channels. However, with the advent of LED lighting products, it has caused a great impact on traditional lighting companies, and their traditional dealer channels have become more crowded. LED lighting has since entered a diversified era.
According to the data of high-yield research and development, the number of domestic LED lighting enterprises has exceeded 10,000, and there are nearly 7,000 LED application enterprises. Most of the high-level talents of LED lighting enterprises are transferred from traditional lighting enterprises. Because of the shackles of thinking mode, most market strategies adopt Layout terminal channel market, mainly to affiliate dealers.
It is difficult to compete for dealers. At present, the excellent distributors in various provinces in China are scarce resources, and they are still monopolized by traditional lighting companies. The second and third-line lighting dealers are affected by the national real estate regulation and control, and the days are even more difficult. As far as the Shenzhen market is concerned, since July this year, some distributors in the building materials market have been unable to withdraw due to the break of the capital chain, such as the withdrawal of 6 artists, the withdrawal of 3 homes, and the Huaqiang North LED procurement center. On average, 2 companies are withdrawn each month.
Obviously, when the national lighting dealers face the cold current of the market, traditional lighting companies and LED lighting companies have seized the terminal market, and the result must be the terminal channel for most enterprises.
Since last year, LED export companies have turned to domestic sales due to the sharp decline in orders. For LED lighting companies, enter the terminal channel market or find a dealer to join, or directly enter the terminal to open a brand-operated store. However, it is very difficult to develop franchisees. Most lighting dealers choose LED lighting companies to be cautious. The reason is that the terminal market is full of LED inferior products, and there is no enterprise that can really establish LED brands in the terminal market.
It is difficult to provoke a price war to build a brand. At present, there are too many LED companies in the market. Some enterprises have provoked price wars. They want to eliminate their opponents and land on the beach. The representative one is Mu Linsen. The price of Mlinsen's 3W bulb to the dealer is 8 yuan, the price of the dealer's terminal sales is about 14 yuan, and the price of the Mulin 3W bulb is very close to the price of the 5W energy-saving lamp on the market. It poses a threat to 5W energy-saving lamps.
The looting of the terminal market around the dealers of lighting has become more and more intense. Rectangular lighting (300301, stock bar) use the display board to open the dealer door, as long as the dealer is willing to sell the long-party lighting products, send the board, prepare the model, do not need dealers to press the inventory, the sale is completed and then delivered to your door .